Unconditionally Beautiful
Designed for every place, at every moment, from every angle
Where beauty meets function. Meet The Serif, a timeless TV that combines iconic design with brilliant glare-free 4K viewing. Imagined by award-winning designers the Bouroullec Brothers, it looks unconditionally beautiful from every angle and feels at home in any space.

Make it stand up and stand out
Detachable stand
If you want to really make The Serif stand out, this sleek, black metal floor TV stand adds another layer of contemporary chic to its iconic design. Not only does the free-standing TV stand work with your style, its flexible enough to work with your home too, as the stand is easily detachable.

Naturally bright and colourful picture
Powered by Quantum Dot
See everything you watch come to life with greater detail and realism. Samsung's Quantum Dot-powered TVs transform light into lifelike and accurate colour - validated by Pantone. The result? A naturally bright and colourful picture in over a billion cinematic colours.

By Ronan & Erwan Bouroullec
Iconic 'I Shape
The Serifs signature profile forms the distinctive shape of a capital 'I, while its slim body broadens at the top to form a flat surface like a small shelf.

Unique inspiration for your space
Ronan & Erwan Bouroullec Design
Imagined by award-winning designers, Ronan and Erwan Bouroullec, Samsung The Serif TV has a striking, yet timeless design.

Add a touch of colour

The Serif comes in a dreamy Cotton Blue or a chic Cloud White. Choose the splash of colour thatll brighten up your home.

Turn your blank screen into a design centrepiece
Ambient Mode+
Ambient Mode+ turns The Serif into a digital, glare-free canvas when the TV is switched off - so you can say goodbye to a blank screen ruining your home dcor.

Exclusive patterns
Created by Ronan & Erwan Bouroullec
Better still, you can choose from two exclusive patterns in a striking leaf or textured fabric design - both exclusively created by the Bouroullec Brothers for The Serif TV.

Mirror all your content on the big screen
Mobile Mirroring
Go from watching your favourite show on your mobile device to watching on The Frame with a bigger screen with easy screen mirorring^[1] You can mirror content from your smartphone or tablet to the TV via SmartThings, or pair with your Apple devices to project via AirPlay2^[2]

Just tap to mirror
Tap View
Want to share a cool video with everyone? Just tap your phone anywhere on The Serif to mirror the screen to the TV so that everyone can see it in full glory. That's all it takes^[3]

See it all at once, on the big screen
Multi View
Never miss another moment. With Multi View, you can play your social feeds alongside the TV program, all at once, on The Serif. Simply cast your phone to your TV with screen mirroring to split the big TV screen^[4]. Handy if you want to catch that live workout, without missing a second of your favourite drama.

A new way to stream
NFC on TV
And just when you thought The Serif couldnt get any smarter, it uses Near Field Communication (NFC), so you can connect your smartphone to the TV and hear your favourite tunes through The Serifs built-in TV speakers^[5]

As easy as asking
Multiple Voice Assistants
Control your TV with your favourite Voice Assistant - with Bixby and Alexa built-in to your TV. Ask them to change the volume, find that new series, bring up your holiday photos, or check on your connected devices in your smart home. The possibilities are endless - you just need to ask.

One remote to control all your devices
SolarCell Remote
Replace the clutter of remotes with a SolarCell One Remote. It charges on indoor light and keeps its charge from Radio-Frequency power harvesting, so you dont need any disposable batteries.